The Most Influential CMOs To Follow in 2022 August2022

Editor’s Desk

The Traits that Signify Brilliance

Themarketingindustryhasahistoryofbeing

unpredictable,particularlyinthelastfewdecades, asconsumerattitudesandtechnological advancementshaveundergonesignificantchanges.They occasionallyhavetomanagesalesanddistribution. Sometimestheyareaskedtoworkinpublicrelationsand customerservice.Italldependsonwhatiscurrently expectedofthem.

Asaresult,CMOsnowneedtobeversatilemastersofall trades.Theymustbeawareofthemajorityofactivitiesat theircompany.Therealwaysseemstobeacoresetof characteristicsthattheyallshare,despitetheshifting expectationsandvariousroles.

Eventhoughtheyassumealeadershipposition,aCMO mustbeanexceptionalteamplayer Theyshouldbe constantlyseekingtheinputofeverybodyelseinvolved.It’s alsovitalthattheyactasamediatorbetweenthedifferent partsoftheirteaminordertosolveissuesandfoster cooperation.Inmanyways,theCMOactsasthebonding forcethatholdsamarketingteamtogether.Theirjobisto keepeverybodyfocusedandremindthemofthebigger picture.Theyaccomplishthisbygettingalloftheteam membersonthesamepage,unitedunderasinglecohesive vision.

Weliveinaneradefinedbyrapidlychangingtechnology. Socialmedia,inparticular,israrelystatic;itcanchange dramaticallyinasingleday.Giventhatthemajorityof marketingnowtakesplaceonsocialmedia,CMOsmust understandhowtoevolvewithit.

AsuccessfulCMOisalwayslookingforinnovative solutions.Theyrecognisetheimportanceof innovationandarewillingtotakeriskstofacilitateit. Furthermore,theyunderstandwhentoletgoofthe pastandwhatthey'vegrownaccustomedtoinorder fortheirteamtomoveforwardandexplore innovativeapproaches.

Ittakesalotforamarketingcampaigntostandout fromthecrowd.Beingexciting,ground-breaking,and uniqueisthebestwaytocutthroughthe oversaturateddigitallandscape.AgoodCMOis alwaysawareofhowthecustomerisfeeling.They frequentlymonitorsocialmediatogaugepublic sentiment.Theyalsoserveascustomeradvocates withintheirteams,consideringhoweachdecision mayaffecttheconsumerandarguingintheirfavour

Spotlightingsuchstauncharistocratsfromthe modernindustry,InsightsSuccessfeaturessomeof theenthrallingstoriesoftheMostinfluentialCMOs ToFollowin2022.Flipthroughthepagesand indulgeintheaspectsofcoherencycombinedwitha distinctiveblendofmodernadvancements.

Abhishek Joshi

AbhishekJoshi abhishek.joshi@insightssuccess.com

FeaturedPerson

AbdulSani AbdulMurad, VicePresidentMarketing Communications

Description CompanyName

AbdulSaniAbdulMuradisatrue-bluemarketerwhohasbeen inthebusinessfromthegroundup RHBBankingGroup rhb.com

AmitabhRamani GlobalMarketing Director JadeGlobal jadeglobal.com

AndreaSaravia, GlobalMarketingDirector Ufinet ufinet.com

ÈveLaurier VicePresidentof Communications,Public Affairs&Marketing

Bombardier bombardier.com

MarkHardy, CMO Socure socure.com

AmitabhRamanihasledstrategicmarketinginitiativesoverthe past18yearstodrivechangethroughamixofinnovative technology.

Andreaisanexperienced,accomplished,andresults-driven professionalwithmorethan15yearsinB2Bmarketing strategyandbranding.

ÈveLaurierisaseasonedprofessionalandseniorexecutive leader,whobringsmorethan20yearsofknowledgeand experienceinpublicrelations,communications,corporate marketing,andbrandingtoBombardier

Garyisaseasoned,creativeandpassionatemarketing executive.

CareDx caredx.com

Mastercard mastercard.co.in

Sashaiscommittedtoimprovingtransplantpatientoutcomes byprovidinginnovativeandintelligentsolutionsthroughoutthe entirepatientjourney

SabrinaTharaniisavisionaryleaderwhoissetoutona missiontobringinnovationtotheworldofpaymentsand commerce.

SashaKing ChiefMarketing Officer

SabrinaTharani, GlobalStartupand VenturePartnerships

Mark Hardy

Marketing from the Lens of a True Artist

We deliver breathtaking world-class VFX for feature films and high-concept episodic series, working with the world's most imaginative storyteers to bring their vision to the screen.

Theperfectdefinitionformarketingliesinthe

balancebetweenartandsciencethatmanagesto delivercommercialandconsumer-centric campaignstobringaboutfavoredresults.Fascinatedbythe ideaofconsumerbehaviorcoupledwithanaddictionto buildingbrands,MarkHardyhascombinedtheprocesses hetrulyenjoyswithhisprofessionalnichetosetindustrybeatingmarketingstandards.Helivesthroughtheprocess ofcreatinginnovativestrategiesdrivenbygreatideas, therebyproducingeffectivecampaignsthatofferguaranteed goodreturnsoninvestments.

TechnicolorCreativeStudioshasMarkasitsChief MarketingOfficer,makingitanambitiouscompanyfilled withextraordinaryideas.Thecompany'sartistsand technologistspartnerwiththecreativecommunitiesacross film,television,animation,gaming,brandexperience,and advertisingtobringtheuniversalformulaofstorytellingto audiences.MarkandTechnicolorCreativeStudiosseem liketheperfectfitforeachother,bringingoutsomething greatfortheiraudience.

ExecutingHisIdeasinMultipleDomains

MarkhasprovenexpertiseinmarketingandPR,hismost passionatesubjectswithinthedomainsofentertainment, media,anddigitalspace.Hisfirstsignificantrolewasat Disney,leadingtheUKandEuropeanreleasesofPixar Movies,includingtheall-timeclassicsToyStoryandBugs Life.WorkingatDisneyactedasthebesttrainingofhis career–acquiringthecrucialskillsofBrandManagement andcampaignplanningskills.ThenextventuretookMark toSonyPlayStationasMarketingDirectorforEMEA.He oversawthelaunchofPlayStation3andmajorgames releases,includingthedevelopmentof'SingStar'-a strategicinitiativetobroadentheappealofvideogames beyondthe'coregamer.'HelatermovedwithintheSony familytoSonyMusic/SycotobeSimonCowell'sfirst-ever MarketingDirectorforTheXFactor,GotTalentTVbrands, andassociatedpopacts.Heseesthegloballaunchof'One Direction'ashisclaimtofame,entirelydrivenbydigital andsocialmedia.Hisotherpositionsincludebeingthe CMOforglobalmessagingapp'Viber,'wherehespenthis timebuildingtheglobalmarketingfunction,scalingtheapp toover850millionglobalusers.Thejourneyoffouryears thenultimatelytookhimtoTechnicolorCreativeStudios, hispresenthome.

ConstantlyChangingtheRules

Whilehavingsuchahugeandvariedportfolio,oneissure toencountermultipleobstaclesaroundtheway.Markhas facedthemsuccessfully,makinghimthetriedandtested marketerheistoday.Inhisownwords, “Challenges or opportunities? I have spent most of my career riding changes in media formats and business models: VHS to DVD to Streaming, disc-based media to downloads, print to digital, radio to YouTube, physical retail to e-commerce. This has proved challenging but has also opened up many exciting opportunities. As the media habits of audiences and customers shifted, I needed to lead my teams through these changes and reframe the marketing & PR opportunity. I love a blank sheet of paper and always get inspired by changing the rules.”

Thisattitudewhichishugelypromotedbyconstantly changingtheruleshashelpedMarkinfluencepopular culturebylaunchingmajorblockbustermoviestomanaging theworld'sleadingvideogamesbrand,PlayStation.He lovesbeingapartofground-breakingnewcreative technologiesandconnectinginfluenceraudiences.He alwaysaimstochallengethewaythingsaredoneandseek outindustryfirstswhichhaveproventobeagoodformula forsuccessinthelongrun.

AGlanceThroughtheCompany

TechnicolorCreativeStudioshasalegacyofover107years asbeingtheleadingcreativetechnologyandvisualarts partnerfortheentertainmentandadvertisingindustry The VFXstudiositpossessesisaleaderinitsrespectivefields: MPCforFilm&TV,TheMillforAdvertising&Brand Experience,Mikrosforlongandshort-formanimation,and TechnicolorGamesasanartanddevelopmentpartnerto leadingvideogamespublishers.Thestudioproducesiconic, brave,andvibrantworkasnewmediaformatscontinueto grow Thecompanyisconfidentofabrightfutureforits VFXcapabilitieseventhoughthereisanincreaseinthe mediumofconsumptionintheformofcontentstreaming, onlinegaming,theMetaverse,andmobile.Theworldhas neverneededmoreanimation,andGCIcontentand Technicolorareheretoadheretoallneeds.

Asagloballydistributedbusiness,itiscommonforallteam memberstoworkinternationallyandacrossmultipletime zones.Thecompany'screativeteamscollaborateremotely andonlocation,fulfillingtheneedforflexibilityandnimble working.Likemanybusinessesthroughoutthepandemic, thecompanyhasseenbenefitsandchallengestoworking differently.Flexiblehoursandremoteworkhavefostered greaterinternationalcollaboration.Theroleofthe marketing&PRteampivotedgreatlyduringthe lockdowns,withinternalcommunicationsamongststaffand externalcustomerrelationsneedingmorecommunity managementthaneverbefore.

StayingAheadoftheTime

ThereismuchtalkaboutTheMetaverseandWeb3.0.Both representamassiveopportunityforthemarketingindustry acrossallsectors.Manybrandsarecurrentlyexploringhow besttonavigatethesenext-generationtechnologiesandthe roletheycanplayintheirbusiness.AcrossTechnicolor CreativeStudios,theteamisreadytodevelopcontent, spaces,andassetsandofferstrategicguidanceandinsights topartners&clients.Themass-marketadoptionof5G mobilewillalsoleadtomorevideoconsumptiononthego. Itwillbeaboomtimeforcontentproducersandredefine theroleof'TV-styleadvertising'asbrandslooktopresent theirproductsandservicesinnewformatsandchannels.

Markshares, “We are a creative technology business –without the latest tools and technologies, we would not be able to develop our craft and break boundaries in our

industry continually. Our CTO and his team are the heart and soul of our business and work tirelessly to ensure our artists and creative technicians have the best infrastructure to do their work unhindered.”

ADefinedVision,aDefiniteAdvice

Markisclearabouthisfuturestrategiesandhasenlistedthe goalsfortheupcomingfuture:

“Learn from the pandemic and keep building on the best bits: Not everything was perfect before. There are undisputed benefits to flexible working styles, a renewed focus on local community life, and new ways of shopping, watching, listening, and playing Keep shifting the needle: The status quo isn't good enough. Keep telling the colorful Technicolor story: Our 107-year history is in danger of getting lost in the vaults Remember that everybody has been through something: The past two years have fundamentally impacted everyone, and we are all trying to heal and rebuild.”

Markinsiststhatonemustclearlydefinetheirbrandor businesspurposeandevangelizethisinternallyandoutin themarket.Allcompaniesneedtoofferatangiblereason forstaffandclientstobelieveinwhattheydo.Aninsightful brandstrategywillinformtheemployerbrandandprovide directiontoeverypartofthebusiness,fromproduct developmenttosalesandmarketing.Mostindustrysectors arecongestedandcluttered,anditismoreimportantthan evertostandoutinthespacejunk.Headvisesagainst underestimatingimportantdiscussionsaroundsustainability anddiversityaseverybusinessneedstoplayitspartin drivingsignificantchangeandaclearpointofviewonthese thingsthatmattertothestaffandclients.

DigitalMarketingismarketingdoneondigital platformssuchassearchengines,websites, emailsandmobileapps.Itisanefficiently targeted,conversionorientedandinteractivemarketing ofproductsandservicesbyoptimallyutilizingdigital platformstoacquirecustomers.Thescopeofdigital marketingisnotlimitedtoadvertising.Italsoincludes Acquiringnewcustomersandsustainingthecurrent customers.Thereasonwhydigitalmarketingisatopic ofdiscussionisthestatisticsbehindthesame:

Ÿ

81%ofshoppersconductonlineresearchbefore makingbigpurchases.(RetailingToday,2014)

ComponentsofDigitalmarketing

DigitalMarketingisknowntobeanumbrellaunder whichalltheaspectsofonlinemarketingactivitiesare covered.Followingarethemostcommontypesof marketingactivitiesunderdigitalmarketing:

SearchEngineOptimization(SEO)

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65%ofsmartphoneusersagreethatwhenconducting asearchontheirsmartphones,theylookforthemost relevantinformationregardlessofthecompany providingtheinformation.(Google,2015)

Searchengineoptimizationisaprocessofutilizingall theavailableresourcesinordertooptimizetheoverall performanceofawebsite.ThroughSEO,acompanycan improvethequalityofthecontentonitswebsite, increasethereachability,attainhigheruserengagement, etc.Forexample,Amazongeneratingcontenttobeon topofthesearchenginesisatypeofSEO.Accordingto statistics,67%oftheclickscomefromthefirstfive listingsofasearchpage.Thisclearlystateshow importantitisforcompaniestouseSEO.

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51%ofsmartphoneusershavediscoveredanew companyorproductwhenconductingasearchon theirsmartphone.(Google,2015)

PayPerClick(PPC)

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61%ofmarketerssayimprovingSEOandgrowing theirorganicpresenceistheirtopinboundmarketing priority.(HubSpot,2017)

PayperClickiswhenacompanybidsforacertain keywordsandoptimizesitswebsiteaccordinglytobeon thetopofthesearchresultspage.Thecompaniespaythe searchengineseverytimesomeoneclicksonthe

websiteslink.Inthe process,thesearchengineslookat threeaspectsbeforeputtingthemon thetopofthelistintheirsearch resultspage: Ÿ

Theamountofmoneythe companyisbidding Ÿ

Howrelevantthekeywordiswith thewebsiteanditsproducts

valuabletothecustomersand consistentinquality.Itisakeytool forSEOandhelpsthewebsitetoget noticedonsocialplatforms.Good Contentshouldnotbepromotional buteducationalandinspirationalso thattheusercanseethewebsiteasa sourceofinformation.

MobileMarketing

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Howoptimizedisthelanding pageofthewebsite

ContentMarketing

ContentMarketingisaprocessof creatingrelevantcontenttoacquire newcustomers.Thecontentmustbe

Mobilemarketingrefersto advertising/sellingtheproductsand servicestopotentialorexisting customersthroughtextmessageson theirmobilephones.Thisisoneof themostdirectwaysofmarketingas theresponsetimefromcustomersvia

smart phoneis highest. 97%ofall thetext messagesarereadwithin4minutes ofbeingsent.Thecompaniesacquire newcustomerseverydaybyoffering themdiscountsonitsproducts throughtextmessages.

SocialMediaMarketing

Socialmediamarketingreferstothe processofinteractingwithcustomers

Emailmarketingisaformofmarketingthatenables companiestocommunicatepotential/currentcustomers throughelectronicmails.Theprocessincludes:

Thekeybenefitsofemailmarketingincludecost effectiveness,flexibilityandbetterrateofsuccess.The contentmustberelevantandusefultotheuser,should lookauthenticandstrategicandwell-coordinated.

MarketingAutomation

MarketingAutomationisatoolthatkeepsallyourdigital marketingactivitiestogetherandsynchronizesthemfor efficientandeffectivebusiness.Italsomeasuresthe performanceandROIforfastergrowth.Automation givesdirectiontothecompanybyprovidingitdatathat showstheareaofimprovementandwaystoimproveit.

Inotherwordsitenablesthecompanytoknowwhatitis doingandwhetherisitfeasibleornot. Digitalmarketinghasbecomeamilestoneinthisever changingdigitalworldandhasreplacedtraditionalways ofmarketingtosomeextentbyofferingavarietyof marketingtoolsthatareverycostefficientcomparedto theoldmarketingtechniques.Itenablesbetter interactionswithcustomers,resilientmarketingand bettercustomerrelation,rapidgrowthinsalesand overalleffectivedevelopmentofbusiness.Needlessto say,DigitalMarketingmayjustbenamedasMarketing.

Amitabh Ramani Global Marketing Director Jade Global

Amitabh Ramani

Spearheading with Strategic Marketing Initiatives

Havingmultichannelandconnectedexperiencesare

notfuturetrends;instead,thesehavealready becomethewaypeoplecommunicate.Tocreate highlyengaginguserexperiencesforcustomers understandingbehavioralinsightsisessentialtoinfluencea business.Itisimperativetolearnthatcustomerswith positiveexperientialoutcomesaremoreinclinedtostay longerwithabrand,telltheirfriendsaboutit,andadvocate loyalty.ThispatternledAmitabhRamanitoguide marketingeffortstotransformcustomerexperiences, creatingamoredesirablefutureandbetterengagementfor companieshehasworkedwith.

AstheGlobalMarketingDirectoratJadeGlobal, AmitabhleadsStrategicMarketinginitiatives,driving changethroughamixofinnovativetechnology,storytelling,nuancedwithanenrichedunderstandingofB2B consumerbehavior.Hehasraisedthebarofthevalue deliveredtoclientsthroughautomation,handlingseveral state-of-the-artprojectsfrominceptiontocompletion, aimingtodeliverhisbest.

TheInitialRoots

Amitabhreminiscedtheexcitingearlydayswhenhewas deeplyinvolvedinbuildingmarketingroadmapsfrom scratchwithhisteam,managingtogetcustomersonboard. Thoughitwerecherishingmomentsfortheorganization,he hadtoovercomevariouschallenges,makingleaders understandthatmarketingisacorefunctionandnotonly support.Hethrivedonexplainingtothemtheimportanceof brandingandhowinvestmentinbuilt-inbrandequity reducescosts,buildscustomerloyalty,anddrivessales. However,Amitabhhadanenthusiasticteamworkingon multipleprojects;theyunderstoodthemoreprofound theoriesaroundbuildingbrandsandactualizingmarketing plans.

Budgetallocationofresourceswasalsoanotherchallenge thatAmitabhhadtoovercome.Heasserts, "I think that's a

challenge that exists with all businesses, new and old. You must prove your value before it will get funded. It's pretty much a trial-and-error process. However, through proper planning, we were able to overcome this hurdle on time." Heiskeenonblurringthesiloedboundariestogainmore influenceasdifferentpartsmoveclosertowardreal synergies.Itcanempowerteamstodelivermorevalueto betterunderstandtherolesofothers.Headds, "It has been my endeavor albeit not without accompanying challenges, to break these siloes and through marketing involve and unite other functions and roles in a company."

Multi-DisciplinaryExpertise

Amitabhhasbeenworkinginthetechindustryformore thanadecade.Hehashelpedcompaniesacrossmultiple sectors,improvingthequalityoftheirproductandservices, enhancingtheirmarketing,branding,sales,andcustomer service.Hehasalsocollaboratedforproductdevelopment andbusinessgeneration,resultingincontinuoussuccess.

Asabelieverinthisnewageofdataandtechnology, AmitabhstatesthatthePandemicpushedorganizationsto achievetheimpossible.Astheoldsayinggoes- necessity is the mother of invention-theworldwitnessedthemost significantsurgeofmartechtoolsintheindustry.It acceleratedreachtothecustomers,gaveabetter understandingofprospects,anddefineditsidealcustomer base.

AmitabhbroughthisexpertisetoJadeGlobal,transforming itfromtraditionaltodata-driven.WithtoolslikeGoogle Analytics,HubSpot,ZoomInfo,SEMRush,andmany more,thecompanycantrackeachactivitycarriedoutonits websiteandsocialmediaandkeepacloseeyeonits competitionplusgetadetailedviewofthecustomer.It constantlyevaluateswhatworksmosteffectivelyatdriving userstotheirmodules.

LeveragingTechnology

Amitabhisatechnologyevangelistwhoaimstocreate frameworksandtrajectoriesthatallowconceptualizing pathsthatincludeinnovativetechnologiesrightfromthe onset.Heexpresses, "I began my journey in the IT ecosystem as a developer. This is my workhorse as every path we take in this in the current marketing technology of today is conceptualized as having certain ingredients that are tied together as concept/technology."

JadeGloballeveragestechnologyto:

1.Deliverhighlypersonalizedcustomerexperiences.

2.Gaincustomerinsightsforbetterdecision-making.

3.AutomationofallourtaskstoimproveTAT

Ithelpsthecompanystayfocusedonitscoremarketing objectivesanddeliverbest-in-classexperiences.

TheGoalsAhead

AmitabhfeelsfortunatetobepartofJadeGlobalinthe longrun.HelooksforwardtoreachingthezenithwithJade Globalasoneoftheworld'stopconsultingcompanies.He alsowantstogrowandmentorthenextgenerationof technomarketers.

BequeathingExcellence

Amitabhadvisesbuddingentrepreneursaspiringtoventure intothemarketingsectortolearn.Hesays, "Marketing like any other field is evolving daily, and at a faster pace than many, you need to evolve yourself to be a technical marketer now - rather than just a marketer." Hebelieves thatthejourneyofthousandmilesbeginswiththefirststep.

Amarketer'sgoalistocreatevaluablecommunicationwith thehelpofdifferentmarketingstrategiesandengageevery consumertargetoneachstageofthelifecycletomeetthe objectivessetforth.Amitabhnotes, "Focus your efforts on the latest trends and get yourself updated with everything new that comes up. You need to drive engagement of your target demographic at each stage of the funnel with relevant messages or offers. The golden rule for marketers is Know Your Consumer."

CommittedtoCustomerSuccess

JadeGlobalispoweringinvestmentstohelpitsclient succeed.Itstandsfirmonitsfourcorevalueswithashared commitmenttoenliventhesevaluesdaily:ClientFocus, Innovation,Integrity,andCommunication.

Thecompanyiscommittedtopursuingexcellencewithout losingsightofwhatismostimportant–itsclientsand people.Itscollaborativeapproachwithadiverseteamof brightestandinnovativetalentenablesittoexceedclient expectations.Itthrivesonchallengesandconstantlythinks ofnewwaystooffereverythingthebestpossiblesolution. Asatechnologyleader,JadeGlobaleffectivelyidentifies, hires,andretainsindustryleaderswhodriveorganizationwidechangeforbusinessesinvariousindustriesthrough strategicthinkingandinvaluableexpertise.

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Marketinghascomesofarwiththenew advancementsintechnologiessuchasAIand automation.Thejobofmarketinghasbecome moreconvenientaswellascumbersomeatthesametime, asmarketingleadershavetoperformseveraltaskstoreach outtotheirpotentialcustomers.Despitethesedifferencesof modernandtraditionalmarketingpractices,manyleaders havesmoothlycarriedoutallthemarketingfunctionsand achievedthedesirableresults.Withintenttorecognizetheir significantcontributions,InsightsSuccesshascompiledits listofThe10InfluentialMarketingLeaders,2019.

Thislistisincompletewithouttheinspiringworkof AndreaSaravia,theGlobalMarketingDirectorof Ufinet Andreahasbeenamarketingandbranding specialistfor24yearsnowandpossessanMBAspecialized inbusinessleadingandmarketingfromESIC,Madrid, Spain.ShehasbeenUfinet’sMarketingDirectorfor5years now,andhastackledmanychallengeseversince,suchas positioningUfinet’sbrandinadifficultandever-changing marketasisthetelecommunicationssector

StartedYoung

Andreastartedhercareerin1995asanExecutiveKey AccountManagerinanadvertisingagency.Sincethat momentsheknewshewasmadeformarketing.Beingable togettoknowmanycompany’sprofilesandbusinessesat theircoreandtoembracetheknowledgethateverysector hadtooffer,allowedhertogrowinaveryintegralway, openingherpathtoachieveresultsnomatterwhatthe segmentsheworkedwith.Shehasoperatedinmanysectors

includingadvertising,PR,law,interiordesign,magazines, nutrition,andtelecommunications,whichshehasloved most.

Andreastartedworkingveryyoung,attheageof18.She didnothaveanyexperiencebefore.Thejobinthe advertisingagencywasverystressfulandshehadan importantoverloadofwork.Shedidnotknowatthetime howtomanageheremotions,thepressureandhertime.It tookhermanyyearstoknowherselfandfindthebestway togetthingsdonewithoutlosingcontrol.Later,shelearned notonlytogetthrougheverysingleobstaclethatcameher way,butevencravethemastheymakeherlifemuchmore interestingandchallenging.

SourceofInspiration

TherearevariousfactorsthatinspireAndreathemost.She firmlybelievesinaphrasewhichstates,“dowhatyoulove, lovewhatyoudo”.Beingabletodothishasgivenherthe opportunitytotackleallthechallengesthatcomeherway andgrowasaprofessionalleader

AnothersubjectforAndreahasalwaysbeenlearningnew thingseveryday.Inheropinion,peoplewouldbesurprised knowingallthehiddentreasurestheycanfindbyjust openingtheirmind.Havingawork-lifebalanceisakey matter,enjoyingbothprofessionalandpersonallifewith familyandfriends.Fewotheradditionalmovesthathave inspiredhertoraiseincludesgivingtheextramile-always; workingsmart,nothard;takingriskseventhoughyoumay fail;andfinallychallengingyourselftodream.

RepositioningasaBigPlayer

In2014aprivateinvestorboughtUfinetfromGasNatural FenosaTelecom.ThemostchallengingtaskwastorepositionthecompanyasUfinet,abigplayerinthe telecommunication’smarket,participatinginvarioustrade showsinseveralcountries,creatingthefirm’sonlineimage fromscratch,suchasthecompany’swebsite,aLinked-In profileandothersocialchannels(inexistentatthetime), andmoreoverinteriorizingthebusiness’sgreatassets, vision,missionandvalueswithinthecompany’spersonnel. Thatwaskeytocreateawarenessaboutthecompany’s ethics,itstop-notchservicesaswellascreatinganexcellent post-salespackagetogetthefirm’sclientsnotonlyto chooseUfinetforitsstrengthsandadvantages,butalsofor fallinginlovewithastrategyoftakingcareoftheirown businessgrowth.

BeingAuthenticwithCustomers

AccordingtoAndrea,Ufinethasoneofthebeststrategies inthetelecommunicationsmarket,beinganeutralcarrierof carriers.Thismeansthatthecompanydoesnotreachthe endcustomerandtherefore,itdoesnotcompetewithits clients,whichisoneofthemainissuesitusestotackle competition.Nevertheless,itscompetitorsarealsoits clients,whichmakethetaskmuchtrickierandmore difficult.So,thebestwaytomarketitscompanyremainsto behonestandauthenticwithitsconsumers.

AnotherkeyfactoristheclosenessUfinethaswithits customers.EveryclienthasitsownKeyAccountManager, whoisavailablealmost24/7forthem.Thisprovidesthe

companywithanadditionalhands-onapproach,asitgetsto knowandfullyunderstandtheirmostimportantneedsand obstacles.

WhenaskedaboutthefuturegoalsAndreastates, “I love my job. And I can say that Ufinet is one of the best companies I have ever worked in. The values under which this company breathes are amazing. So, I aim to keep working here as a CMO. I believe that my expertise, my passion and my creativity will keep this company growing and “rock-n-rolling” for many years to come.”

AnEssentialAdvicetobeIncorporated Andreaadvisesemergingentrepreneurstostriveforsuccess andqualityeverytime.Shesays, “You will fail sometimes, of course, but the key here is to learn about each error and fiasco to make a better job next time. If you don’t push yourself after every failure, you will never acquire the wisdom to succeed in the future. Just do it, make things happen and never ever stop until you achieve what you desire most.”

“

Be resilient and embrace change with passion – it’s the only way you will be able to grow as a person and a professional. “

Andrea Saravia Global Marketing Director Ufinet

Ève Laurier

Instilling Pride in Bombardier

ÈveLaurier,VicePresidentofCommunications, MarketingandPublicAffairsatBombardier,is leadingthecompany’scommunityandgovernment engagement,itsemployeeandcustomeroutreach,and stewardingthebrandjourneyinternallyandexternally, aroundtheworld.InsightsSuccesscaughtupwithÈveto learnmoreaboutherjourneyandwhatmakeshersuchan influentialleader

Below are the highlights of the interview:

Briefouraudienceaboutyourjourneyasabusiness leaderuntilyourcurrentpositionatBombardier.What challengesdidyouhavetoovercometoreachwhereyou aretoday?

Workingasamarketingandcommunicationsprofessional enablesmetoshapethedevelopmentandevolutionof productsandservices,whilesupportingaudience interpretationandunderstandingofbenefits.Creating,and protectingreputationsandinstillingprideisessentialfor continuedbusinesssuccess.Stewardingbrandsexternallyto globalaudiencesandinternallytocolleaguesisincredibly stimulating.Itisalsocriticalforaudienceacceptance, whichmakesitoneofthemorechallengingareasof marketinganybrand,andoneofthemorechallenging elementsofmycareerjourney.

Overcomingthesechallengesbothatagencyleveland clientsidehashelpedmedevelopa360-business perspective,whichcombinedwithmorethantwodecades ofexperienceissupportingmystewardshipofthe Bombardierbrandwell.

TellussomethingmoreaboutBombardier,itsmission andvision.

HeadquarteredinMontréal,Canada,Bombardierisaglobal leaderinbusinessaviation,withaworldwidereputationfor

creatinginnovativeandgame-changingexecutiveaircraft forademandinginternationalaudience.Themissionofour exceptionallytalentedworkforceistodeliversuperior, world-classexperiencesthatsetnewstandardsinpassenger comfort,reliability,safety,productinnovation,while respectingtheenvironmentthroughacommitmenttoa sustainablefuture.Ourvisiondoesnotstoponceanaircraft transactioncompletes.Bombardierstayswiththecustomer alongtheirownershipjourneyprovidingsuperiorcustomer supportthroughdedicatedservicecentres,mobileteams andasingularambitiontoensurethattheBombardier ownershipexperienceisexceptional.

Onanenvironmentalandsocialfront,Bombardierisa signatorytotheUnitedNations’GlobalCompact, promotingitskeyprinciplesonhumanrights,labour,anticorruptionandtheenvironment.OurESGplanisaligned withtheUnitedNationsSustainableDevelopmentGoals (SDG),focusingonthosewherewecanhavethegreatest impact.Iamparticularlypassionateaboutourrolein helpingpropelthewidespreaduseofSustainableAviation Fuel,orSAF,atBombardierandthroughoutthefacilities.It isanimportantpillartowardourindustrytosignificantly lowerCO2emissionsandSAFisapowerfulsolutionasit canbeusedbyexistingaircraft.

Enlightenusonhowyouhavemadeanimpactinthe Aerospacenichethroughyourexpertiseinthemarket.

Iamdelightedtoleveragemyskillstocommunicatethe strengthanddepthoftheBombardierproducts,philosophy, andbrandtoourglobalcustomers.Asweadheretoour pledgeforasustainablefuture,weareproudofthelevelof employeeengagementthatismakingthecommitmentto thisgoalpossible.Wehaveinvestedsignificantlyinmaking ouroperationsandfacilitiesmoreenvironmentallyfriendly, andwecontinuetoinvestinsustainabilitythroughour R&D.It’salsoveryimportanttomethatwecontinueto leadindustryengagementintheeducationandadoptionof

Ève Laurier | Vice President of Communications, Marketing and Public

sustainableaviationfuel.Fromthissolidfoundationweare gladtobeinfluencingourowncommunity,government, industrycolleaguesandcustomers’thoughtsabout environmentalresponsibility Throughmessaging, communications,andmarketingIampleasedtobemaking animpactbychangingtheenvironmentalnarrativefrom whattheaviationsectorisnegativelycontributing,towhat wearepositivelyachieving–itisamonumental transformationforme,Bombardier,andtheindustryasa whole.

Astheaerospaceindustrycontinuesitsevolution,theneed toattractamorediverseworkforceisessential.Wearea multinationalorganizationpresentin14countries,andwe areproudofthenumberofnationalitiesthatarerepresented amongstourcolleagues.Wealsorecognizethatitisour responsibilitytocreateamoreinclusiveworkforceand increasethenumberofunder-representedgroupsinour teams,whichthroughsolidcommunicationsaboutthe workingenvironment,attractsabroadsetofapplicants.As afemaleseniorexecutive,Iamalreadyplayingmypartin achievingthisgoal!

| Bombardier

Don’t wait for the opportunities, make them, and be sure to take them.

Affairs

Undeniably,technologyisplayingasignificantrolein almosteverysector.Howareyouleveraging technologicaladvancementstomakeyoursolutions resourceful?

Bombardier’stechnologicaladvancementshavea sustainableimpactandthankstovisionarydesignand developmentourflagshipaircraft,theGlobal7500aircraft, isthefirstbusinessjettohaveanEnvironmentalProduct Declaration(EPD).Thisthird-partyauditprovidesdetailed informationabouttheaircraft’slifecycleenvironmental footprint.Asthefirstbusinessjetconceivedwiththis approachitclearlyhighlightsBombardier’scommitmentto itsoverarchingenvironmentalsustainabilitystrategy

Exemplifyingourindustry-leadingstanceisthecreationof theglobalsustainableaviationfuel(SAF)initiative. BombardierisakeymemberoftheBusinessAviation CoalitionforSustainableAviationFuel,andwe’reproudto besignificantlycontributingtoencouragingtheincreased uptakeof,anddemandfor,thecarbonemissionsreducing fuel.Werecogniseourresponsibilitytotheplanetand remaincommittedtodeliveringexceptionalproductsfor ourcustomersandtheenvironment.

Ifgivenachance,whatchangewouldyouliketobring inthemarketingindustry?

Bombardierisalreadyinstigatingchangeinthemarketing sectorbybreakingdownsilosthathavetraditionallyexisted alongthebusinessjetownershipsupplychain.Formerly explicitproductdetailswerethefocusofmarketingactivity howeverweareevolvingourstrategytoenhancethe customerexperiencethroughtheforgingofaninnovative suiteofrelationshipswithadiversesetofaviation companies.

Byfacilitatingsimplifiedaccesstoleadingprovidersof essentialaviationservicesthroughtheBombardierbrand wecandeliveraseamlessoperationalexperiencethatsaves time,moneyandreducesworkload.

InSingaporewehaveenrichedourmaintenance,repairand overhaulofferingbyformingastrategicrelationshipwith awardwinningfixedbaseoperatorJetex.Throughtheir privateterminalatSeletarAirport,Jetexoffersstate-of-theartflightplanning,concierge,fuel,andotherground supportservices.Wehaveasimilarrelationshipwith SignatureFlightSupportintheU.S.andEurope,providing ourcustomerswithasuiteofmulti-facetedinitiativesthat transformandenhancetheserviceexperienceatour

facilities.Fromarrivaltodeparturecustomershaveaccess toalltheelementsnecessaryforaseamlessoperational experience.

Thisbreakingdownofsiloschangesthemarketing landscapeaswemoveawayfrommarketingaircraftand addvaluebydefiningaholisticcustomerlifestyleapproach.

Wheredoyouenvisionyourselftobeinthelongrun andwhatareyourfuturegoalsforBombardier?

AsaseniorexecutiveatBombardier,I’mintheprivileged positionofbeingabletosupportcompanygrowth,evolve itsreputation,deliverthesustainabilitymessageeffectively, andinfluenceindustrychangesandattitudesintermsof attractingwomenandunder-representedgroupstothe sector.ThiswillnotonlyenhancetheBombardierbusiness, butitwilleffectpositivechangewithintheindustryaswe leadbyexample.

IalsowanttodemonstratethehumansideofBombardier throughcreativestorytelling–buildingastrongnarrative thatresonateswithauthenticityandinspiration.I’m passionateabouttellingBombardier’sstorythroughthe eyesofitspeople.Ourdedicatedandhighlyskilled workforcegivethebestofthemselveseachdayandit reflectsinthequalityofourproductsandservices.It’s importanttoconveythestoryfromtheirperspectiveto revealthehumanspiritbehindourworld-classorganization.

Whatwouldbeyouradvicetobuddingentrepreneurs whoaspiretoventureintothemarketingsector?

Thereisnosinglepieceofadvicethatwillmakean entrepreneursuccessfulastherearesomanyfactorsinplay, butyoumustbelieveinyourselfandyourgoals.Don’twait fortheopportunities,makethem,andbesuretotakethem. Surroundyourselfwithpositivepeoplewhohavesimilar goalsandaspirations.Don’tthinktoohardaboutallthe thingsthatyoucan’tachieve,focusonthoseyoucan,and therestwillfollow.

The Significance an of Effective Marketing Strategy Marketing Strategy

Marketinghasbeentherealessenceinthe

upliftingofanyOrganizationinthelongrun. Whilethereareanumberofotherparameters thatfosterabusiness,marketingcertifiestobethebaseof it,upholdingtheawarenessandreachitrequires,printing itsmarkworldwide.

Forallfirms,whetheranypoorstart-uporan MNC giant, aneffectivemarketingstrategycanserveasapivotalroadmapfortheentirebusiness.Bydevelopingacoherentand wellconsideredmarketingstrategy,organizationscan promotetheirbusiness,targettherighttypesofclientand allocatetheirresourcescorrectly,allwhilesafeguardingthe reputationofthefirm.

Becauseoneparameterofamarketingplanaffectsallofthe others,synchronizingactivitiesiscriticaltoeliminate obstaclesandmaximizeprofits.Amarketingstrategylooks atalltheareasofthesalesactivitiesandhelpseachone supportthenext.

Oneofthemostimportantaspectsofanymarketing strategyrelatestorecognizinggrowthopportunities.This canbeefficientlydonebyusingthe SWOT analysis.Once anorganizationidentifiesits strength, weaknesses, opportunities and threats ofanymarketingscheme,it becomeseasiertoen-cashthoseopportunitiesand reconsiderwhatcourseoractionshouldbetakento eliminateprevalentthreats.

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Theunderlyingfocusoftheorganization’smarketing strategyshouldbebasedontheconceptofdevelopingand increasingawarenessofthecompany’sbrand,andalsoon developingtrustassuranceinthatbrand.Acompany’s credibilityorserviceisitsmostimportantasset.Hence, attemptsshouldbemadetoenhanceandprotectitduring thecourseofthemarketingprocess

Understandinghowtocreateanintegratedmarketing strategyisthekeyhelptomakebetterindividualdecisions withrespecttospecificmarketingtactics.Inorderto achievethis,organizationsmustimplementrobustand efficientmarketingstrategiesasquicklyaspossible.Allthe keycomponentsofamarketingstrategy,ifcateredand appliedinthebestmanner,helpstodesignandmanufacture successfulbusiness.

Herearesomeofthecrucialparametersthatplayapivotal roleinsuccessfullyimplementingandnourishingeffective marketingstrategies.

GoalsandObjectives

Aswithalltheplans,goalsandobjectivesaretheoriginof anytarget-orientedorganization.Withoutapropermixof theseobjectivesaccordingtotheprevalentresources,a companyprovestobeinefficientinthelongrun.

Itcanbeginbythinkingthroughgoal-specific accomplishments,identifyingbasicmarketingobjectives,

whichmayincludesomeofthefollowingaspects: Ÿ Increasedbrandrecognition Ÿ Growthinthemarketshare Ÿ MarkettoNewCustomerSegments Ÿ Digitization

Investment,BudgetandRevenue

Oncetheobjectivesforthebusinessarefullydetermined, theconceptof On-margin investments,BudgetandEnd revenuecomeintoplay.However,thereisneverenough budgettocoverallthemarketing‘wish-lists’adequately TheprocessofInvestmentisiterativeandoperates continually.Itmaybeafunctionof:

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Comingupwithbudgettoshelterallthemarketing needs

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Constructingabigpictureviewandreviewingthekey marketingthrustareas.Othersparameterssuchasspend comparison,consumptionofutilizationchannels, websiteoptimizationetc.shouldbefetchedunder consideration.

Asfarasrevenueisconsidered,amarketingstrategyis usedtodeterminetherevenuethatthecampaignwill deliver Allofthepartsthatgointodeterminingrevenue, includingthebudgetallottedtothecampaign,productcost, sellingpriceandthelifespanoftheproduct,shouldallbe consideredwhiledevelopingthemarketingstrategy The estimated End-Revenue canbemeasuredagainsttheactual revenue,andthatinformationcanbeusedtocreatefuture marketingstrategiesthataremoresuccessful.

TargetAudienceandBuyerJourney

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Identifyingtheobjectivesthataremorecriticaland inclinedtowardsthesuccessfactorandreallocating budgetmeettop-priorityobjectivesona‘first-serve’ preference.

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Searchingforinnovatingwaystostretchthemarketing budget.Forexample,contentdevelopment, low-cost crowdoutsourcingetc.

Trackingandanalyzingthedynamicandchangingneedsof theaudienceunderradarispivotalineffectivemarketing. Identifyingthedemographicandpsychographic characteristicsofthetargetaudienceaidstorelocalizethe radiusunderconsideration.Basedontheavailabledata,

segmentationshouldbedonetoprovidequalifiedandneedbasedresources.

Abuyerpersonaisafictionalrepresentationofyourideal customerbasedonstatisticalmarketresearchandthe prevalentdataaboutyourexistingcustomers.After developingbuyerpersonas,developingtheBuyerJourney foreachsinglepersonaanditsinteractionwiththebrandis consideredtobethekeytoimplementtrustandsatisfaction amongthetargetaudiences.

MediaandMessaging

Messagingisaprocesswhichsignifiesthefirm’sintentions, andinformstheactualpurposeofyourbusinesstothe externalworld.

Basedonadetailedevaluationofhowtargetisreacting withthevariouscomponentsofthebrand,establishanapt messagingmedia,tone,sellingpropositionsandkeyterms thatarelikelytoresonatethemost.

DeterminingtheChannelMix

Ÿ Analyzeanddecidewherethebusinesswouldgetthe most Return on Investment (ROI).Thiscanbedoneby echoingthechannelsaroundthreeroadcategories:

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Traditionalmarketingchannels(TV,Radio,Newspaper, DirectMailetc.)

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DigitalMarketingChannels(Website,Mobile applications,Socialplatforms,onlineadvertisements etc.)

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ContentMarketing(Blogs,Newsletters,e-books,Infographicsetc.)

Competition

Thoughtheroleofcompetitionindevisinganoptimal marketingstrategyislimited,ithelpstodrawcomparisons amongidenticalproductsandgroups,providingscopefor ‘brand-improvements’.Inordertosymbolizeapowerful campaign,marketingstrategyneedstoofferadetailed descriptionofthecompetition,accordingtothesmall businessexpertsattheCenterforBusinessplanning.

Theobjectiveofthemarketingstrategyistoprovide historicalinformationonhowthecompetitionhas advertisedproductsinthepast,thetargetmarketthe competitiongoesafterandtheproductfeaturesthatthe competitionoffers.Someotherfactorsincludecompetition pricing,thecompetition’sdistributionnetworkandthesales strategies,whicharealsoapartofthecomprehensive marketingstrategy.